The "Drake Effect" Gives Toronto Economy a $440 Million CAN Annual Boost

Canadian superstar Drake‘s impact on the world spans more than just music and entertainment. Though Drake has been widely known to name drop his hometown of Toronto, he has gone on to help revitalized the city’s image by hyping up the Toronto Raptors, dipping his toe into the hospitality pool with his recent bar and restaurant projects, and uses his OVO brand to boost local artists into the spotlight.

According to marketing and branding consultant Gordon Hendren in a recent VICE News report, the 6 God is responsible for about 5 percent of Toronto’s $8.8 billion CAN (approximately $6.7 billion USD) total annual tourism income, which equates to around $440 million CAN (approximately $336 million USD). “We did some calculations that suggest that he’s worth $440 million to the Toronto economy,” Hendren told VICE.  “Why? Because he’s helped to rebrand the city. He’s kind of made himself the same as Toronto.”

Watch the clip above to see how “The Drake Effect” is turning a profit for the city of Toronto. Also be sure to check out Drake’s recently released fifth studio album Scorpion if you haven’t yet, and in case you’ve missed it, Drake’s “In My Feelings” lyrics get explained.